January 17, 2024

Solo Stove Drops CEO After Snoop Dogg’s ‘Giving Up Smoke’ Ad Campaign Flames Out

After Snoop Dogg fooled people into thinking he was giving up weed for a Solo Stove commercial, the company's CEO was canned.

A clever marketing campaign last year nearly convinced people that Snoop Dogg was giving up his favorite pastime after a video circulated of the legendary rapper saying he was “giving up smoke.”

Days after the video clip toured the internet, it was revealed that Snoop was actually taking part in an ad campaign for Solo Stove.

“I have an announcement,” Snoop stated in the video clip. “I’m giving up smoke. I know what you’re thinking. ‘Snoop! Smoke is kind of your whole thing.’ But I’m done with it. I’m done with the coughing and my clothes smelling all sticky-icky. I’m going smokeless. Solo Stove fixed fire—they took out the smoke. Clever.”

The ad campaign-ruse did not lead to the sales the company hoped for, so CEO John Merris was terminated and replaced, Complex reports.

The company that makes Solo Stove, Solo Brands, announced it had appointed Christopher T. Metz as its new president, chief executive officer, and director of the board.

Rolling Stone reported that the interim CFO, Andrea Tarbox, gave a statement giving the reason for the change at the top.

“While our unique marketing campaigns raised brand awareness of Solo Stove to an expanded and new audience of consumers, it did not lead to the sales lift that we had planned, which, combined with the increased marketing investments, negatively impacted our EBITDA [earnings before interest, taxes, depreciation, and amortization]. We believe there is a significant opportunity for us to build awareness and that these new campaigns will expand our reach and benefit our brands over the long term.”

The company said after the video clip went viral (over one million views), it got a boost of about 60,000 social media users, but that did not generate sales.